Wow, what a great question! I like to think that product marketing offers a different lens to the market landscape, competitive positioning, and product launches. As a result, I typically rely on four main activities:
1. Include product marketing in the annual product theme and road-mapping processes
2. Have a set sync with the product marketing to review shared performance indicators such as the top of funnel leads, website performance, and release post/notes engagement
3. Assign tasks and responsibilities to Product Marketers in the Release Post/Notes process where they can contribute to the positioning of value before the content is released to the public
4. Have a defined set of launch processes for different categories of release features. These can be organized by impact, by pricing changes, or by a predefined cadence around a major industry event. Either way, coordinate with product marketing around the content, marketing campaigns, and sales enablement that will be required to support the product post launch.